In a significant development for the health and fitness industry, SujiBFR, a pioneering startup, has successfully secured a substantial six-figure investment to propel the advancement of its cutting-edge smart fitness device. Known as the Suji Device, this wearable technology is engineered to boost muscle performance and alleviate pain during workouts. By harnessing the principles of blood flow restriction (BFR) training, the AI-driven device enables users to reap the benefits of high-intensity weight training through low-intensity and bodyweight exercises.
The investment round, spearheaded by BioCity Group, includes notable investors such as tennis champion Jamie Murray and his partner Alejandra Murray. They join a roster of backers including Scottish Enterprise, Gabriel Investment Syndicate, and Creator Fund. The newly acquired funds will be allocated towards product development, accelerating customer growth, and generating new technical employment opportunities within the company.
This financial boost aligns with SujiBFR's recent announcement of a strategic partnership with the Lawn Tennis Association (LTA), the national governing body for tennis in Great Britain. This collaboration, a pioneering initiative with a national governing body, allows the LTA Performance team to distribute Suji Devices to players on tour. Additionally, the device will be accessible at the National Tennis Centre for athletes participating in the Elite, Pro Scholarship, and Men’s & Women’s Programmes.
Founded by Alexander Birks, SujiBFR emerged from his transition from a successful boxing career to entrepreneurship. "The idea for SujiBFR was born from my personal journey recovering from a severe sports injury," Birks shared. "Frustrated by the prolonged recovery process, I sought fitness solutions that could expedite my return to peak performance. Through consultations with sports professionals, I discovered BFR training as a powerful method for pain relief and muscle strengthening using low-intensity exercise."
Birks highlighted that while BFR training proved effective, existing equipment was lacking, requiring extensive user knowledge and offering a subpar user experience. "I founded SujiBFR to bridge this gap, making effective and safe BFR training accessible to everyone, not just professionals but also the vast number of fitness enthusiasts who could benefit from this technology. The device can be used by anyone to help reduce pain and enhance muscular performance. The connected app guides users safely through setup and use, logging their progress after each session."
Benefits for Athletes and Beyond
Jamie Murray emphasizes the system's significant advantages for athletes at all levels. "Everyone is aware of the challenges of avoiding and overcoming injuries, as well as the joint and muscle pain experienced during training. SujiBFR has integrated the scientifically proven benefits of BFR into a device that is easy to use, safe, and effective."
By employing a cuff to restrict blood flow to muscles during low-load exercise, BFR induces a physiological response akin to traditional workouts. This technique enhances muscular performance, strengthens tendons and bones, and can benefit the cardiovascular system by 'tricking' the body into functioning at a higher capacity.
Dan Lewindon, head of performance science and medicine at the LTA, remarked: "Blood flow restriction training has proven benefits for both elite and recreational athletes in maintaining strength, accelerating recovery from certain injuries, and managing pain. This partnership is exciting for us from both a performance and membership perspective. The system's portability is crucial for professional tennis players who spend much of the year traveling to venues with varying access to gym equipment and facilities."
The collaboration with the LTA is the latest in a series of partnerships for Suji Device, which is already utilized for training and injury recovery by the English National Ballet, Edinburgh Rugby, and Loughborough University. The Suji Device comprises two cuffs that wrap around the upper portion of an upper or lower limb, with a Bluetooth-enabled pump controlled via a mobile app. Using proprietary technology, the device prescribes exercises tailored to each user's body and fitness level, inflating the cuffs to partially restrict blood flow. A medical survey ensures the technique's safety for the individual, and the app creates a personalized set of low-load or bodyweight exercises to choose from, determining the safe level of blood flow restriction for each user.